Price fairness is defined as the psychological judgment of the price as reasonable, just, and acceptable (Bolton, Warlop, & Alba, 2003; Maxwell, 2002; Xia, Monroe, & Cox, 2004). Although it has been investigated in various service business areas, there has been little research of price fairness in the sports business (Darke & Dahl, 2003; Kimes, 1994; Kahneman, Knetch, & Thaler, 1986a, 1986b; Radzi, Zahari, Muhammad, Aziz, & Ahmad, 2011). As sports consumers show unique consumption patterns, it is necessary to examine price fairness forsports consumers. Therefore, the purpose of the current study was to examine price fairness of the college football ticket price for sports consumers based on level of trust. To test the hypothesis, a quantitative method was employed. Two scenario type questions were created, and an independent t-test was performed to test the hypothesis. The hypothesis failed to be rejected, as shown by the inferential statistical results (n=100). It was indicated that perceptions of price fairness of the college football ticket were not significantly different based on levels of trust. These findings contributed to an extension of existing research of price fairness into sports management areas.
